AI-driven innovation poised to power India’s creative economy

India is bolstering its position in the global creative economy by using artificial intelligence (AI) and machine learning (ML) to support communication, content creation, and cultural expression, with the ministry of information and broadcasting working to ensure these technologies reflect the country’s linguistic and cultural landscape, ministry secretary Sanjay Jaju said.

At an event held at T-Hub in Hyderabad, Jaju met with startups, academic researchers, and incubation leaders focused on AI and ML.

He said the government plans to develop technologies that can scale nationally while supporting India’s diverse languages and regional cultures.

The ministry announced that it is prioritizing AI tools to help overcome language barriers.

“The ministry of information and broadcasting is moving towards adopting AI-based solutions to bridge linguistic divides,” the ministry said.

India has 22 official languages and many regional dialects, and the need for AI-powered tools in translation, voice recognition, and public messaging is growing.

AI is also being positioned as a core infrastructure for delivering information to remote and underserved areas.

Jaju said this focus is part of a broader effort to use AI in ways that align with Prime Minister Narendra Modi’s vision of a “creator economy.”

The economy would rely on AI and data science to support artists, content creators, and cultural workers. To support this goal, the ministry launched the WaveX Startup Accelerator platform, which includes two main programs: Kalaa Setu, which supports AI in artistic and cultural content; and Bhasha Setu, which focuses on language access and translation through AI.

“We want technology that speaks to the Indian citizen, in their language, in their context,” Jaju said.

Startups that participate in Kalaa Setu and Bhasha Setu can qualify for national exposure, presentation opportunities in Delhi, pilot support with public broadcasters, and incubation under the WaveX platform.

The ministry also sees AI as a key resource for media and public communication. By applying AI in media processes, the government plans to reduce manual work, improve real-time translation and subtitling, make content more discoverable, and close information gaps using data insights.

India’s entry into the AI-powered creative economy comes at a time when the global sector, spanning media, digital art, design, and culture, is valued at more than $2 trillion.

According to Jaju, India can compete in this space by using its cultural base along with its strong technology and startup environment.

The ministry has shifted toward open collaboration with startups, research centers, and public institutions.

It is also developing open-source language datasets, multilingual media tools, and ethical AI guidelines, along with strategic partnerships at the international level.

“AI will not be confined to elite institutions or megacities,” Jaju said. “It must serve India’s villages, tribal communities, and linguistically diverse populations.”